CrowdCat your brand

Your brand is unique and so is its relationship with its audiences. CrowdCat’s work means you get to understand your distinct audience personality models, and how your brand connects with people in its own inimitable way.

CrowdCat is not about benchmarking with a set of general scientific ideas, we’re about discovering your brand’s science. That means Data-Driven Insight you can act upon.

We carry out mass psychological profiling, engaging with each of your customers at increasing scale to determine at a scientific level what connects them to your brand. We’re about uncovering the unique principles you can use to consistently and effectively connect to your audiences at all levels of communications with them.

Crowdcat has revolutionised the way we understand our audience and promote our artists globally.

Monica Hyacinth,
VP Digital Global,
Universal Music Group

Case Studies

Evidencing ROI in Entertainment: Universal Music Group

Universal Music Group (UMG) is the world’s largest music publisher, owning major brands such as Justin Bieber.

CrowdCat worked with this international entertainment business starting in 2013, using our science-based approach and insight to influence over 5,400 campaigns.

The effectiveness of our approach was proved comprehensively to the board of UMG. It was determined that the return on investment across over 5,000 campaigns averaged 23x the related marketing spend.

UMG consequently reaffirmed and increased their investment in the CrowdCat programme.

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Personalisation in Financial Services

This study uncovers some key industry insights and potential strategies for Financial Services brands, gained from research with one of our clients – a leading insurance brand, with 1.5 million customers.

The need to grow average-revenue-per-customer (ARPU) with each individual from their loyal customer base was the challenge targeted at CrowdCat.

Our analysis of completed research highlighted some important misconceptions about how customers felt about their proposition, and affected how it was communicated to them.

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Personalisation in a Major Publishing Company

Often, finding a fresh approach is needed to initiate change.

When you re-define what your customers need, how they should be addressed, grouped, even changing the value-proposition, then change becomes obvious and natural, because the status quo simply does not fit.

The usual barriers to achieving this are 1. Coming up with the big new idea; and 2. Proving it with data such that the transformation is recognised as justified and necessary.

CrowdCat worked with the leadership team at a major publisher to achieve just this.

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Brand Insight: BMW and Mini

The British Mini is a clear and well understood proposition – its small, tiny, cute. A much-loved brand with a loyal audience who get what it stands for. They know it’s not big. It’s in the name.

The challenge when you have such a well understood brand image, is when you branch out in a new direction.

When Mini launched their first family-sized car, it became apparent they would have to change customers perceptions.

They challenged CrowdCat to get the message across that this Mini, er, wasn’t.

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Getting started

We have pioneered and refined a quick start, light-touch process – which means we are now able to independently complete a validated set of project results for your brand in under 10 weeks, without any disruption or significant effort on your side.

Every project and programme that we undertake is created uniquely for each organisation, in order to deliver the specific results that are required. We will invest the time to get to know you and understand your objectives and challenges you are looking to overcome, in the context of your organisation, brand and current marketing and wider business practice.

Informed with this understanding, we create a discovery project to develop the appropriate audience insights upon which we can help your organisation to act.

The three processes of discovery

1. Capture

We put together and interview a closed user-group based on the demographic profiles of your audiences to understand how your brand relates to their world in the context of your objectives for this project.

2. Model

The results of the capture phase are fed into a number of engaging surveys sent to target groups within your audiences, iterating four to six times to create a rigourous cognitive model, building on experience and being continuously re-optimised and sent to customers in increasing group sizes ranging from fifty contacts to two hundred until we receive the required number of responses to collate the information and insight we require.

3. Engage

We will create digital psychometric experiences to enable us to map the cognitive levers of individuals in a defined context related to your brand, so we can reproduce each individual’s thinking state in that context. We will typically be working with thousands of your customers and wider audiences at any one time and these digital experiences will be highly positive for your brand and our work with customers has demonstrated high engagement levels, completion levels and experience sharing.

This discovery phase typically takes eight to ten weeks.

Once the discovery phase has been delivered and understood, we can then decide the best way to work together in the future, increasing your organisations capabilities through ongoing learning and evidence based development.

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